Social Media Optimization Ethics Fili An 安斐理

First – a disclaimer I am not affiliated with the tour company mentioned in any way. They don’t know that I’m mentioning them. I don’t recommend or not recommend them. I have no idea whether they’re any good or not. They’re just an example. I’m not getting paid to mention them (though that might be an interesting ethics issue). Anyways…

I am not affiliated with the tour company mentioned in any way.

They don’t know that I’m mentioning them.

I don’t recommend or not recommend them.

I have no idea whether they’re any good or not.

They’re just an example.

I’m not getting paid to mention them (though that might be an interesting ethics issue).

Anyways…

Imagine the following… A blog/website… of very high authority… that’s a source of information for a specific community.

A blog/website… of very high authority… that’s a source of information for a specific community.

Now… The blog runs a new article. What do you think?

The blog runs a new article.

What do you think?

Would it change anything… If you knew that the blog owners got 50000NT$ to write that article? Sold for 50000NT$

If you knew that the blog owners got

50000NT$ to write that article?

Or how about… If those 50000NT$ went to finance the Student Council’s Graduation Party. Sold for a Graduation Party

If those 50000NT$ went to finance

the Student Council’s Graduation Party.

Would it make any difference… If those 50000NT$ went to help the Myanmar or China crisis? Sold for Helping People

If those 50000NT$ went to help the Myanmar or China crisis?

Suppose… That the post actually indicates that it’s a sponsored review.

That the post actually indicates that it’s a sponsored review.

Now, let’s really wonder off… What if … Barking Deer Adventures formed the student council website only so it can advertise its tours through a legitimate cover.

What if … Barking Deer Adventures formed the student council website only so it can advertise its tours through a legitimate cover.

You think about that… While we discuss some famous case studies

You think about that…

While we discuss some famous case studies

The power of the blog – Mentos & Diet Coke

Fake promotion Blog down, mirror at : http://www.ukresistance.co.uk/sonylieblog/default.aspx.htm “ i (charlie) have a psp. my friend jeremy does not. but he wants one this year for xmas.”

Blog down, mirror at : http://www.ukresistance.co.uk/sonylieblog/default.aspx.htm

“ i (charlie) have a psp. my friend jeremy does not. but he wants one this year for xmas.”

Masked Mixed Promotion Wal Marting Across America

Wal Marting Across America

Reactions

The Ethical dilemma

Types “ Pure Promotion ” - Spontaneous independent peer promotion. Example : Coke and Mentos . “ Commercial Promotion ” - Publicly declared company initiated peer promotion. “ Fake Promotion ” - Concealed company involvement in driving peer promotion. Example : Flogs fall under this category ( Sony and Mazda ) . “ Unmasked Mixed Promotion ” – Pure peer being sponsored, promoted or adopted by a company. Example : Sponsored review by an independent blogger declaring sponsorship yet claiming an unbiased review. “ Masked Mixed Promotion ” – Mixed Peer when it is unknown that it is being sponsored. Example : WalMart case study.

“ Pure Promotion ” - Spontaneous independent peer promotion. Example : Coke and Mentos .

“ Commercial Promotion ” - Publicly declared company initiated peer promotion.

“ Fake Promotion ” - Concealed company involvement in driving peer promotion. Example : Flogs fall under this category ( Sony and Mazda ) .

“ Unmasked Mixed Promotion ” – Pure peer being sponsored, promoted or adopted by a company. Example : Sponsored review by an independent blogger declaring sponsorship yet claiming an unbiased review.

“ Masked Mixed Promotion ” – Mixed Peer when it is unknown that it is being sponsored. Example : WalMart case study.

The positive side… The reader gets new information. The blogger makes money, by receiving sponsorship. The company makes money by selling more.

The reader gets new information.

The blogger makes money, by receiving sponsorship.

The company makes money by selling more.

Who gets hurt? The readers – Readers felt hurt and betrayed over the deception making it harder to them to trust the blogosphere. Other bloggers – Bloggers creditability suffers as a result as their integrity is now questioned more and they have to work harder to build their creditability. Other companies – Some companies that are getting genuine honest attention and promotion from the blogosphere could suffer as result, reducing possible gain. The whole society - Motivations for companies to do better declines as the efficiency of blogging as a tool for corporate watchdog (carrot-stick) declines as well. Really ?

The readers – Readers felt hurt and betrayed over the deception making it harder to them to trust the blogosphere.

Other bloggers – Bloggers creditability suffers as a result as their integrity is now questioned more and they have to work harder to build their creditability.

Other companies – Some companies that are getting genuine honest attention and promotion from the blogosphere could suffer as result, reducing possible gain.

The whole society - Motivations for companies to do better declines as the efficiency of blogging as a tool for corporate watchdog (carrot-stick) declines as well.

But, consider the following … Initial low credibility – people already take into consideration that it might not be authentic. Internet is something new – It’s FREE – The Internet should be uncontrolled and uncensored. Internet and the blogosphere are self moderating – As it turned companies doing fake and masked mixed promotions have been heavily punished by their consumers. It should be left for the Internet audience to decide for themselves.

Initial low credibility – people already take into consideration that it might not be authentic.

Internet is something new – It’s FREE – The Internet should be uncontrolled and uncensored.

Internet and the blogosphere are self moderating – As it turned companies doing fake and masked mixed promotions have been heavily punished by their consumers. It should be left for the Internet audience to decide for themselves.

But, consider the following… Raising consumer awareness - Constantly force the readership to question blogs’ motive, promoting a more aware and critical consumers. Raising blogging and ethics standards – Forcing the bloggers to work harder, be more transparent and ethics aware.

Raising consumer awareness - Constantly force the readership to question blogs’ motive, promoting a more aware and critical consumers.

Raising blogging and ethics standards – Forcing the bloggers to work harder, be more transparent and ethics aware.

So… what do you think? “ Fake Promotion ” “ Unmasked Mixed Promotion ” “ Masked Mixed Promotion ” Is it ethical?

“ Fake Promotion ”

“ Unmasked Mixed Promotion ”

“ Masked Mixed Promotion ”

Is it ethical?